2011 Summer Movie Review part II: The summer of 3D proves, in America at least, 'It's the movie (stupid)'. Overseas is a more complicated situation...

This summer was supposed to be the first real test for the mainstream viability of the 3D format in cinema.  While the format had been a fringe indulgence for horror films and animated movies, it obviously became a full-on sensation following the release of Avatar in December, 2009.  2010 saw a handful of high-profile 3D conversions, as studios hastily converted some of their big-budget tentpoles (Clash of the Titans, The Last Airbender, Chronicles of Narnia: Voyage of the Dawn Treader) and/or low-budget cult pictures (Piranha 3D, My Soul to Take)  into the format under the delusion that Avatar made $2.7 billion worldwide only because it was in 3D.  But this was the supposed to be the sink-or-swim year for the 3D film.  Was it merely a passing fad, or was it here to stay?  The answer is, alas, more complicated.  First and foremost, as long as studios can spend $5-$10 million to convert a film to 3D and then charge an extra 33% or so per ticket, 3D isn't going away.  So while 3D was not the answer to studios' prayers domestically, it took the industry by storm in overseas markets, which mattered all the more this year, the first summer on record where domestic box office was all-but beside the point.  And of course, the embrace of 3D was always about more than just that $3-$5 up-charge.  It was about countering overseas piracy, and on that front, it was a HUGE success.  But when you look at the films that scored in 3D and the films that flopped in 3D, you notice something that should have been obvious.  The films that hit were always going to be big hits, while the 3D flops never stood a chance in any dimension.

Weekend Box Office (08/21/11): The Help tops in second weekend, crushes four new releases. Summer of 3D ends with three 3D flops.

As expected, the summer reached its climax this weekend with an ugly pileup, as four new releases failed to achieve anything resembling success, with three of those releases being in 3D and two of them chasing the exact same demographics.  Why oh why did Lionsgate and Disney open Conan the Barbarian and Fright Night on the same weekend?.  With the new releases eating each other alive, The Help snuck into the number one slot during its second weekend.  Dropping just 21% compared to the Fri-Sun portion of its opening weekend, The Help earned $20.4 million and now sits with a twelve-day total of $71.8 million.  This is the very definition of an old-fashioned leggy hit, but in today's front-loaded marketplace, it almost qualifies as a sensation.  $100 million is guaranteed at this point, the question now merely remains how far over/under $150 million it ends up and/or how much the film will factor in the year-end awards races.  Viola Davis is a lock for an Oscar nomination (but will her lead performance get placed in the leading or supporting category) and the film is in a pretty good place for a Best Picture nomination.  It would be a lock under the old 10-nominees system, and said two-year experiment was dismantled partially out of the desire to keep such 'popular entertainments' (IE - well-reviewed films that mainstream audiences actually enjoyed... horrors!) out of the field.

Trailers: Fright Night remake = Distburbia with VAMPIRES (in 3D)!